We all want to write great stories, and as marketers we understand that the best stories often last longer than competitive advantages. But let's face it, it's often hard to find the "gem" in our company tales. But I assure you, the gems are there and often right in front of our noses. Ben & Jerry's offers a perfect example. Early on in the company's life, as Ben & Jerry's Premium Ice Cream started gaining popularity in and around the company's home state of Vermont, founders Ben Cohen and Jerry Greenfield discovered that Pillsbury was strong-arming one of its distributors. The food giant had told the distributor that it could either represent Pillsbury's brand, Häagen-Dazs, or Ben & Jerry's. But not both.